Research instruments.

Research instruments.

1. Questionnaires

   • Definition
     • is a research instrument consisting of a series of questions for the purpose of gathering information
   • Types
     • Computer questionnaire. Telephone questionnaire. Questionnaire. Open question questionnaires Multiple choice questions. Dichotomous
   • Issues
     • Differences in understanding and interpretation. Some questions are difficult to analyze. Respondents may have a hidden agenda. Lack of personalization. Unconscientious responses.
   • Data analysis
     • "data will be analysed using SPSS"
   • Uses
     • Questionnaires can be an effective means of measuring the behavior, attitudes, preferences, opinions and, intentions of relatively large numbers of subjects more cheaply and quickly than other methods.
   • Limitations
     • They lack detail. Because the responses are fixed, there is less scope for respondents to supply answers which reflect their true feelings on a topic.

2. Interviews

   • Definition
     • is a formal consultation usually to evaluate qualifications
   • Types
     • Informational Interview Screening or Telephone Interview. Individual Small Group Interview. ... Behavioral-Based Interview. Task Oriented or Testing Interview Stress Interview.
   • Procedures
     • #1)Introductions. #2) Small Talk. #3) Information Gathering. #4)Question/Answer #5) Wrapping Up.
   • Data analysis
     • Researchers should try to empathize with the worlds of the multiple meanings present in the material, create hypotheses and theories, and also reduce the complexity of social reality.
   • Uses
     • interviews are tools for researching, analyzing and reporting.

3. Content analysis

   • Definition
     • It is a methodology that focuses on the contents of communication.
   • Potential
     • Allows its use from a quantitative and qualitative point of view.
   • Sources
     • Initial question General objective Specific goal Hypothesis Sample and material selection unit of analysis, record and context Contextualization
   • Procedure
     • Reading (textual or visual) as an information instrument, must be done through the scientific method
   • Quantitative models
     • It is used to answer questions
   • Qualitative models
     • They are used to analyze and give a meaning to a message.
   • Uses
     • -Psychological analysis -Speeches -Advertising campaigns -Etc.

4. Focus groups

   • Definition
     • group of people with diverse profiles and backgrounds who are summoned to provide a solution to a problem.
   • Procedure
     • 1. Gather the participants 2. Assign a moderator 3. Develop a panel discussion 4. Manage the session 5. Present the report
   • Purposes
     • Obtain information on various aspects of a business.
   • Advantages
     • Offer immediate ideas for the improvement of a product or concepts in a particular way.
   • uses
     • -Products -Marketing -Advertising -Etc

5. Observations

   • Definition
     • Technique that consists of analyzing a phenomenon, fact or case to take information and record it.
   • Planning
     • It is through a set of techniques and tools aimed at evaluating a specific phenomenon, event or case.
   • Conducting an observation
     • It is a fundamental element of any investigation process to obtain a greater number of data.
   • Issues
     • How? What? When? Where? And because?
   • Data analysis
     • It will allow interpreting the information and making observations and statistical data
   • Uses
     • Experimental questions -Thesis -Research analysis -Etc

6. ANDREA ARROYO OLVERA, PAOLA JANET CASTRO YAÑEZ, JULIANA ADRIANA ESPEJEL DE LOS SANTOS, MARIA DEL CARMEN AGUILAR DE LA SANCHA

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